So says Ubisoft's CEO Yannis Mallat in an interview with the newspaper The Guardian. Mallat has made the prediction, that movies and video games will converge, due to his own companies involvement with both mediums at the moment.

Currently Ubisoft are working very closely with James Cameron and the crew behind Avatar to craft a game based on the movie. Meanwhile Ubisoft's own special effects studio, Hybride Technologies, is currently creating a series of live-action shorts for the release of Assassin's Creed 2. Three 10-15 minute shorts will be produced by the special effects studio Ubisoft purchased last year who had also worked on films like Spy Kids and 300.

While Mallat has stated that the two industries will converge soon he does not say how exactly they will converge. The obvious assumption is that we will see many more movies based on games and many more games based on movies but these games and movies will involve the original producers of the content even more. Like Marvel starting up it's own film studio to create the comic book films they want the way they want we may see Ubisoft creating a film based on Assassin's Creed 2 or Tom Clancy's Splinter Cell and Rogue Marble, Sylvester Stallone's production company, creating games based on Rambo or The Expendables.  On the behalf of games we have also noticed a greater use of the words cinematic and Hollywood in association with the production values and end result of many games.

Where I think the main form of convergence may occur, though, is in marketing. The industries may converge in the ideological sense. The movie industry has mastered the ability to create brands out of their films with tons of merchandising options available for each movie with a big enough projected fan base. We've all seen the toy stores, department stores and collectible stores filled with products relating to movies like Star Wars, Terminator and Transformers. If the video game and movie industries converge one of the main areas we'll see the evidence of this convergence is in marketing and merchandising. Releases like God of War 3 and Call of Duty Modern Warfare 2 are going to be on the scale of a summer blockbuster like Transformers and the merchandising options attached to these games will soon resemble their movie equivalents. The video game industry has a lot it can learn from the film industry in this respect. I think overall this will be the main focus of the convergence. It won't necessarily be a purely content based convergence but an exchange of ideas between the industry to mutually benefit the growth of both.